Every year, I conceive and execute a new campaign for the MAGIC tradeshow held bi-annually in Las Vegas. (Check out my 2015 campaign here). With 70,000+ attendees, over 1 million square feet of space, and 10 unique shows covering every price-point and trend, MAGIC is the largest and most important tradeshow of its kind.
In our 2016 campaign, the emotive fashion illustration concept "Tell your fashion story" works for both buyers and brands who rely on MAGIC to help them navigate the ins and outs of the fashion industry. I commissioned the talented fashion designer and illustrator, Michael Ward, to create a series of characters that reflect the personality of each unique marketplace while imbuing the shows with energy, life and diversity.
All print executions of this branding overhaul are detailed on this page. Web assets, sales materials, and social media based on this direction are also shown below.
SHOW FLOOR SIGNAGE
SELECTED PAGES FROM SALESKITS (12 different kits created in total with hand-drawn supporting artwork )